The background of Yu Televentures and the Yu Yuphoria, a Redmi 2 competitor
In 2015, Indian buyers are not interested with the launch of flagships such as the Samsung Galaxy S6 and Galaxy S6 edge, LG G Flex 2, HTC One M9+ and the upcoming LG G4. Nor are they interested a lot in last year’s flagships and upper mid-range phones above the price range of INR 25,000.
Why is that? I mean, we’ve always known that this market prefers budget phones, but in the last year or so, this has been magnified. The entry of Motorola with the Moto G, followed by the entry of Xiaomi and the rest of the Chinese OEMs changed the face of the market.
Of course this resulted in a knock-on effect and while the consumers certainly benefited, there were other parties which lost out. As in, the global smartphone manufacturers like Samsung, LG, HTC and Sony.
Also indirectly affected were the Indian phone companies like Micromax, Lava, Karbonn, Intex, iBall, etc which hitherto had been benefiting from going to China, selecting a phone from a relatively unknown OEM, branding it and then coming back and selling it in India. It was a nice business strategy…
…which was in the danger of coming to an abrupt end. So, as the Chinese directly entered the Indian market, companies like Micromax reacted to retain their market share. The reaction was to form a new online-only brand which was a subsidiary of Micromax.
In this way Yu Televentures – a subsidiary of Micromax was formed. The key feature of this company is online sales only plus a community driven focus.
As you know, the way Xiaomi, Honor, Lenovo and others have been able to sell phones at such affordable prices has to do with the fact that there’s no middlemen involved. The wholesalers and retailers, the expensive offline marketing strategies… all of them are absent.
You can’t compete with an online sales only strategy by running a full offline presence plus online sales. This is the reality which even companies such as Microsoft and HTC are coming to terms to. And nor can they take their business to online only, as that would lead to tremendous backlash from their core customers.
Micromax faced that same problem (added with a low-tier reputation), and that led them to forming Yu. Genius.
The Yu Yureka competed with the Redmi Note 4G, and later on others such as the Lenovo A7000 and the Honor 4X as well. Despite some issues and the whole Cyanogen-OnePlus-Micromax fiasco, it was a great seller.
And now Yu is back, wanting to have some more success, with a phone designed at a cheaper, INR 7000 price point. This is going head to head with the Xiaomi Redmi 2, the Lenovo A6000 and A6000 Plus, as well as the Moto E LTE 2015, all of them priced between INR 7000 and INR 8500, and all of them having Snapdragon 410.
With the background out of the way, let’s get to the phone itself, the Yu Yuphoria.